Netflix is overhauling its marketing strategy and laying off some employees in the process.
Sources say the streaming video giant, which has emphasized marketing individual shows and movies in recent years, will work to better sell the service as a whole. Though specifics about the strategy are being worked out, an ad campaign built around a big premiere film like Sandra Bullock’s Bird Box or an Emmy-winning series like The Crown might be coupled with a general pitch for Netflix as the home for thousands of premium movies and awards-caliber shows.
Hollywood stars and creators, which have flocked to Netflix in recent years, may be concerned by this shift in strategy, and that by amplifying its brand advertising, Netflix might promote the work of its A-list talent less. Creatives have lamented getting lost in Netflix’s glut of content, though few in business with the streamer talk about it publicly.
But others dispute that the platform’s desire to market the service as a whole necessarily means less project-specific marketing — rather that there will simply be more of a focus on making sure the those titles reflect and clearly tie into the larger Netflix brand. Netflix declined to comment.
As part of the shift, a Netflix source says 15 people are expected to be laid off from the company’s marketing department this week, though others say that number could be even higher. The layoffs represent a small portion of Netflix’s overall employee count, which as of October 2019 was around 6,900 people.
Insiders say that the changes are coming from the company’s new chief marketing officer Jackie Lee-Joe, who was hired from BBC Studios in July following former CMO Kelly Bennett’s retirement. Lee-Joe is said to have felt that Netflix over-hired in the marketing department and is looking to structure the team in a more effective way. According to the company’s latest 10-K filing with the SEC, Netflix spent more than $1.8 billion on advertising in 2018.
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Written By: Tommy Lightfoot Garrett
Photographs are Courtesy: Netflix
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